基于TAM的在線評論對消費者購買意愿影響研究
發(fā)布時間：2018-12-07 17:17
【摘要】：在電子商務大放異彩的新時代背景之下,傳統(tǒng)電商、跨境電商、社區(qū)電商平臺、酒店旅游類電商等先后被消費者熟知,雖然這些電子商務平臺形式和產品側重可能不同,但無論是老牌電商還是新型浪潮,在線評論都是電商管理者極其注重的內容。在線評論作為口碑的表現形式之一,在消費者購買中扮演著極其重要的角色,尤其是在信息不對稱的情況下,其他購買者的經驗信息對潛在的購買者來說至關重要。本研究以在線評論為研究內容,重點研究在線評論對消費者的購買意向的影響。本文在已有研究的基礎之上進行梳理分析,基于技術接受模型,構建了以消費態(tài)度為中介變量,感知有用性、感知易用性為調節(jié)變量的在線評論對消費者購買意愿影響的理論模型。在模型的基礎上,本文進一步檢驗了消費態(tài)度對在線評論與購買意愿的中介效應,以及感知有用性和感知易用性對在線評論與消費態(tài)度的調節(jié)效應。本文通過實證分析,以有網購經驗的消費者為研究對象,采用問卷調查的方法收集數據�；诓煌挲g、不同職業(yè)和不同購物習慣的樣本數據對研究假設進行分析,通過對消費者的調研,對樣本數據進行處理,在滿足量表信度與效度的基礎上,采用相關分析、多元回歸和Bootstrap方法對研究假設進行檢驗。實證研究結果表明:在線評論質量和在線評論數量顯著正向影響消費者的購買意愿;消費態(tài)度在在線評論質量和在線評論數量與購買意愿的關系中具有部分中介作用;感知有用性與感知易用性正向調節(jié)了在線評論與消費態(tài)度的關系,進而調節(jié)在線評論通過消費態(tài)度對購買意愿的影響作用過程。所以感知有用性與感知易用性在在線評論中也至關重要。研究結果對電子商務企業(yè)有一定的指導意義,可以幫助商家理解在線評論的引導作用,通過對在線評論的質量加以管理,結合自身特點,可以研究出有關在線評論的質量測評檢測與分類系統(tǒng)。企業(yè)應重視在線評論功能,更高質量更全面的積極性在線評論可以正向影響消費者的消費態(tài)度,所以企業(yè)應采取鼓勵態(tài)度,可以通過適當的激勵措施鼓勵消費者撰寫積極評論,從而更好的宣傳自身產品。同時,商家應該保持敏感與警惕,建立補救措施的應變方案,方便及時應對網絡市場上存在的虛假信息、惡意負面評論,避免潛在消費者的流失。企業(yè)對于在線評論系統(tǒng)應及時更新最新消息,從而更及時的發(fā)現問題,提高企業(yè)的競爭力。
[Abstract]:In the new era of e-commerce, traditional e-commerce, cross-border e-commerce, community e-commerce platforms and hotel tourism e-commerce platforms have been known to consumers successively, although the forms and products of these e-commerce platforms may be different. But whether old-name ecommerce or a new wave, online reviews are ecommerce managers are extremely focused on the content. As one of the expressions of word-of-mouth, online reviews play an extremely important role in consumer purchasing, especially in the case of asymmetric information, the empirical information of other buyers is very important to potential buyers. This study focuses on the effect of online reviews on consumers' purchase intention. In this paper, based on the existing research, based on the technology acceptance model, we construct the consumption attitude as an intermediary variable to perceive usefulness. Perceived ease of use is the theoretical model of the effect of online reviews on consumers' willingness to buy. On the basis of the model, this paper further examines the intermediary effect of consumer attitude on online review and purchase intention, as well as the adjustment effect of perceived usefulness and perceived usability on online review and consumption attitude. Through empirical analysis, this paper takes consumers with experience in online shopping as research objects and collects data by questionnaire. Based on the sample data of different ages, occupations and shopping habits, the research hypotheses are analyzed. Through the investigation of consumers, the sample data are processed, and based on the reliability and validity of the scale, the correlation analysis is adopted. Multivariate regression and Bootstrap method were used to test the hypothesis. The empirical results show that: the quality of online reviews and the quantity of online reviews have a significant positive impact on consumers' willingness to buy, and consumer attitudes play a part intermediary role in the relationship between the quality of online reviews and the quantity of online comments and the willingness to buy. Perceived usefulness and perceived usability positively regulate the relationship between online reviews and consumer attitudes, and then regulate the process of online reviews' influence on purchasing intentions through consumer attitudes. So perceived usefulness and perceived usability are also important in online reviews. The research results have certain guiding significance for e-commerce enterprises, can help businesses understand the guiding role of online reviews, through the quality of online reviews to be managed, combined with their own characteristics, The quality evaluation and classification system of online reviews can be developed. Enterprises should pay more attention to the online comment function, and higher quality and more comprehensive enthusiasm online comment can positively affect consumer's consumption attitude, so enterprises should adopt encouraging attitude and encourage consumers to write positive comments through appropriate incentives. In order to better promote their own products. At the same time, merchants should be sensitive and vigilant, establish contingency plans for remedial measures, facilitate timely response to false information, malicious negative comments, and avoid the loss of potential consumers. The enterprise should update the latest news timely for the online comment system, so as to find the problems more timely and improve the competitiveness of the enterprise.
【學位授予單位】：華中農業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F713.55
[Abstract]:In the new era of e-commerce, traditional e-commerce, cross-border e-commerce, community e-commerce platforms and hotel tourism e-commerce platforms have been known to consumers successively, although the forms and products of these e-commerce platforms may be different. But whether old-name ecommerce or a new wave, online reviews are ecommerce managers are extremely focused on the content. As one of the expressions of word-of-mouth, online reviews play an extremely important role in consumer purchasing, especially in the case of asymmetric information, the empirical information of other buyers is very important to potential buyers. This study focuses on the effect of online reviews on consumers' purchase intention. In this paper, based on the existing research, based on the technology acceptance model, we construct the consumption attitude as an intermediary variable to perceive usefulness. Perceived ease of use is the theoretical model of the effect of online reviews on consumers' willingness to buy. On the basis of the model, this paper further examines the intermediary effect of consumer attitude on online review and purchase intention, as well as the adjustment effect of perceived usefulness and perceived usability on online review and consumption attitude. Through empirical analysis, this paper takes consumers with experience in online shopping as research objects and collects data by questionnaire. Based on the sample data of different ages, occupations and shopping habits, the research hypotheses are analyzed. Through the investigation of consumers, the sample data are processed, and based on the reliability and validity of the scale, the correlation analysis is adopted. Multivariate regression and Bootstrap method were used to test the hypothesis. The empirical results show that: the quality of online reviews and the quantity of online reviews have a significant positive impact on consumers' willingness to buy, and consumer attitudes play a part intermediary role in the relationship between the quality of online reviews and the quantity of online comments and the willingness to buy. Perceived usefulness and perceived usability positively regulate the relationship between online reviews and consumer attitudes, and then regulate the process of online reviews' influence on purchasing intentions through consumer attitudes. So perceived usefulness and perceived usability are also important in online reviews. The research results have certain guiding significance for e-commerce enterprises, can help businesses understand the guiding role of online reviews, through the quality of online reviews to be managed, combined with their own characteristics, The quality evaluation and classification system of online reviews can be developed. Enterprises should pay more attention to the online comment function, and higher quality and more comprehensive enthusiasm online comment can positively affect consumer's consumption attitude, so enterprises should adopt encouraging attitude and encourage consumers to write positive comments through appropriate incentives. In order to better promote their own products. At the same time, merchants should be sensitive and vigilant, establish contingency plans for remedial measures, facilitate timely response to false information, malicious negative comments, and avoid the loss of potential consumers. The enterprise should update the latest news timely for the online comment system, so as to find the problems more timely and improve the competitiveness of the enterprise.
【學位授予單位】：華中農業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F713.55
【參考文獻】
相關期刊論文 前10條
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